The site’s unparallelled growth in vistors over the past five years has been achieved by fewer than 30 people in the UK, a team of 20 in New York, and 10 in Los Angeles.
But 60 is far too low a headcount for be writing all that copy, which suggests only journalists working directly on the site are costed. All the content of the Daily Mail – and journalism does not come cheap – must come across for free. The website is spiced up with totty frothy stories but the paper’s content gives it the coverage to be an online force. To give an idea of the size of the operation, DMGT, the parent company, cut 105 jobs in the quarter – but still employs 3,809 people across the Mail, its Euromoney financial division and other operations.
The paper’s turnover was £435m - MailOnline is set to generate just £30m this year. It may be in profit but it is still a pimple on the print empire – and wholly dependent on it.
Industry profile: UK newspapers